———-From Group L: Ploy, Eva, Katheria, Li Chen, Saidy, Cissy
In the early sections of the ‘Time Tunnel’ (Victotian, Edwardian, 1910s), we found that the innovation of vacuum cleaner was begun in this period and it was a big change in the household cleaning work. Thus, the portrayal of women in the advertisement was presented as housemate, who can use the new technology to finish all house work. The real target audience was a house lord, who can buy and offer the new technology to their housemate. Moreover, another fashion of women in this early eras was presented women in the actively style, dress and appearance were looked smarter. Because the developing of technology were changed the status of women in the society that women had rights to do anything same as men.
In the time of the second war (1940s), Britain’s advertising tried to assert its identity. At that time, advertisings were trying to maintain moral. Where morally might be defined in terms of equipping the people to carry-on “as normal”. Doubt and depression that might actually exist within business, then the advertising presented outward expression contrary to that and thereby create in the public at large a more positive feeling and reverse a “gloomy” atmosphere. They made use of humours and soldiers image to encourage the confidence of people. For example, Kolynos Dental cream and Universal Eurmoto Cleaner, both of them utilize the image of soldiers, and convey a message of positive spirit to audiences by creating a humorous story context.
A lot of company experienced many turning points through decades or hundreds, we could find Cadbury advert from two different eras in the ‘Time Tunnel’. In the early, 1824, John Cadbury—tea dealer and coffee roaster, started his retailing. At 1831, chocolate and cocoa were Cadbury’s main production. Then until 1941, its drinking chocolate became royal warrant, Queen Victoria drank their production. In the different era, their productions were different, In 1900s, they produced Bourneville Cocoa, it was original and pure and then in 1920s, the Fruit and Nut was their main product. Their early target market was consumers who liked original material; in 1920s their market was consumers who preferred chocolate with fruit and nuts.
Kia Ora and Camp were repositioned over time; From1910s to 1950s, Kia Ora’s Lemon squash splendid drink changed to Add white cane sugar; then 1970s, it became Whole orange drink, and later No added sugar took position, final was No tartraline or similar. Camp from 1920s to 1960s Coffee and chicoryessence was their positioning, then 1990s, they changed to Chicory and coffee with added sugar.
Advert: FAIRY: Young Mum and a cute girl; Warm Environment; Middle class family; British; Do no harm to hand (high quality); Clean and mild liquid; Not dangerous to children; Make hands beautiful.
